As people go veg for Navaratra, food chains say sales and footfalls dip

New Delhi: For most of us, Navaratra usually means new clothes, dandiya nights, and late night pandal-hopping with friends. But that is not where the ‘Navaratra effect’ on your outings ends. Chances are that most of your favourite food joints have put up a ‘veg only’ sign for these nine days. And it’s not just the neighbourhood eateries and stalls, even chains like Domino’s are serving only vegetarian food, since during these nine days, even the biggest non-vegetarian foodies tend to go vegetarian. Those places that are still serving non-vegetarian food see a major dip in sales.

No non-veg at many outletsThe decision of not serving non-vegetarian food at Domino’s outlets was taken because in the last two years, the chain suffered huge losses during this period. Dev Amritesh, president, Domino’s Pizza India, said in a statement, "Consumption of non-vegetarian food reduces significantly during this time. This move is an acknowledgement that we are conscious about consumer needs." However, speculations that this ‘go-veg’ thought would be picked up by other big food chains turned out to be false. When we contacted the food chains like McDonald’s, Pizza Hut and KFC about their veg initiative, they refused to officially comment on introducing any such concept or on the losses suffered during this period. However, staff members at the brands’ outlets tell us that loss of business during Navaratra is obvious, but “this too shall pass.”

Dip in business across food chainsNavaratra has a universal impact on the hospitality sector, be it fast food joints, restaurants or even food trucks, however the magnitude varies from one area to another. A staff member at Subway in CP, tells us, "We expect a dip in sales now, but the percentage changes from location to location. Outlets in residential areas see a huge dip in sales – almost 50-60% – as compared to the business areas, where the dip is around 20-30%.” A manager at a McDonald’s in South Delhi adds, “Our outlets in malls still have some walk-ins because of the after-work crowd and shoppers."

Dip in business means Less work pressure Food chain owners tell us that they have limited sales of non-veg items from walk-ins. A staff member at a KFC in North Campus says, "Since most of our items are non-veg , the drop in sale is quite visible, but it’s for a short period and will be over soon.” Another staff member at a Pizza Hut in Noida says, “We consider it a lull period. In other sectors, when the staff asks for leave during Navaratra, others have to deal with extra pressure, but that doesn’t happen in our business. Also, as non-veg orders decline, the veg orders go up."

Coffee orders increaseA staff member at a McDonald’s in CP says, "It’s surprising how coffee orders – both hot and cold – go up during this time. Sometimes we get funny questions from customers, like, ‘glass saaf toh hai na?’.” Sunanda Singh, a customer who was at the joint, points out, “If I am accompanying a friend who wants to eat here, and I have to spend the next two hours with her and watch her eat, it’s better that I also order something. And coffee is the best bet for the fasting janta like me."

The week after Navaratra is the busiestStaff at several fast food joints tell us that they look forward to the week after Navaratra, because it is one of their busiest weekends. A staff member at Slice of Italy in Vasant Kunj says, "After the fasting period is over, the celebrations begin, and we look forward to that period. It is one of the busiest weekends of the season and all losses incurred during the Navaratra are balanced out."